OPTIMIZING PERFORMANCE TO RETAIN SUSTAINABILITY IN PT NAVTO’S BUSINESS: A STRATEGIC APPROACH

• Main Author: Abdurrosyid Alana Putra A, Ivan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80897
• Institution: Institut Teknologi Bandung

Water is an indispensable resource for life and industry, making Water Treatment companies crucial for providing high quality, safe, and reliable. These companies use advanced technology and scientific knowledge to overcome industry challenges like corrosion, scaling, and equipment damage, thereby enhancing productivity and reducing revenue losses. The growth and development of this industry have been massive due to high demand, leading to intense competition among local and multinational companies. This thesis aims to identify the best strategic approaches for these companies to improve performance and maintain sustainability in the competitive industry. The research methodology includes a literature review for theoretical grounding, followed by interviews for data collection. The analysis will be qualitative, incorporating internal tools like Resource Based View (RBV), VRIO analysis, and SWOT analysis, and external tools such as PESTEL, Porter's Five Forces, competitor analysis, and customer analysis. The data will then be evaluated using matrices to identify preferred strategic approaches. The thesis highlights that Water Treatment companies' success lies in a blend of tangible and intangible resources, including facilities, financial assets, skilled personnel, brand reputation, and technical expertise. The companies' competitive advantage stems from unique R&D capabilities and innovative products. Customer choices are influenced by a balance of price and value, reliability, reputation, and psychological and sociological factors. The strategy for these companies focuses on differentiating products through innovation and R&D, supported by a value-focused marketing mix and new purchasing models to cater to diverse needs, thus enhancing the appeal and practicality of Water Treatment chemicals in a competitive market.